Three tests, and a guide has to pass all three.
There is no shortage of things to write about practice marketing. Almost all of it already exists, most of it is an advertisement, and none of that is worth your time or ours. So a subject only becomes a guide here if it clears three bars.
A practice owner actually asks it
Not a keyword. A question that has been put to us in a real conversation, more than once, by somebody running a practice.
Nobody in the category answers it in public
We inventoried roughly eighteen platforms across seven elective verticals before building this. Each guide below sits on something that review found unanswered everywhere, which is also why they are the subjects we can say something new about.
We can answer it with a measurement rather than an opinion
Every one of these is a question we have had to answer with our own data to run practices day to day. A subject we would have to speculate about does not get written, however good the headline would be.
Why the bar is set there
The third test is the one that removes most subjects. It also means these will read as narrower and more specific than the category norm, which is the intent: a paper that can be checked is worth more than a survey that cannot.
Four, in this order.
Ordered by how often the question comes up, not by how interesting it is to us.
| Guide | The question underneath it | Who it is for |
|---|---|---|
| Why your lead count and your agency's lead count disagree | Every platform reports leads with a definition it does not publish, so two honest systems produce two different numbers and neither can show its working. | Any owner who gets two lead counts a month |
| The consultation is the product | A form fill is not the thing you sell. What changes about ad spend when the consultation, rather than the inquiry, is the event being optimized toward. | Owners and marketing leads |
| Financing decline as the silent killer of high-ticket cases | Financing sits at the center of most elective verticals and is invisible to every system we reviewed. A declined application ends a case and nothing anywhere records that it happened. | Practices with an average case over $6,000 |
| Per-location versus per-provider pricing | The category prices per provider and declines to publish the number. Modelled honestly at two, five and ten providers, the two shapes diverge fast. | Anyone comparing platform quotes |
Four more, already scoped.
Named here so the list is a commitment rather than a plan we can quietly change.
| Guide | The question underneath it | Who it is for |
|---|---|---|
| Who owns your phone number, and how to find out | The published number on a practice website is frequently owned by a vendor rather than the practice, and a port-out takes one to four weeks. Nearly every owner we ask does not know which case they are in. | Every practice, and it takes ten minutes to check |
| Sending outcomes back to the ad platform | Reporting tells you what happened. Uploading what happened back to Google and Meta changes what they do next. Not one platform we reviewed names this as a capability. | Anyone spending over $5,000 a month |
| Before-and-after photos and the ad platforms | Photographs are the most persuasive asset an elective practice owns and the fastest route to a restricted ad account. Where the line actually sits, and what to do with the images that fall the wrong side of it. | Hair restoration, plastics, med spa |
| Why we will not show you a dashboard in week one | The argument for teaching reporting last. An empty chart in week one teaches a practice that the product does not work; the same chart in week four is the reason they stay. | Practices evaluating any new platform |
No form, no sequence.
- Every guide is a page on this website, readable without giving us anything
- No email gate, no download, and no drip sequence behind a download
- Where a figure comes from our own practices, the sample size and the window are printed next to it
- Where we are wrong about something later, the correction goes on the guide rather than into a new one
Nothing is posted yet
This page lists what is being written rather than showing an empty archive and calling it a library. The first two are in draft.